Three Major Public Performances for Alicia Keys in 3 Weeks Following BB10 Announcement
Since the Launch event on January 30th, Alicia Keys (BlackBerry's new "Global Creative Director") has and will be appearing in 3 major events in the US:
- First, she performed the American national anthem at the Superbowl, the biggest (US) media event of the year
- Second, she just performed tonight at the Grammy Awards Ceremony, with another musical group (Maroon 5) with broad appeal in the US
- Third, she will be performing at the halftime show at the upcoming NBA All-Stars weekend on February 17th (Alicia Keys headlines All-Star Game halftime show)
That's three major performances in three consecutive events, every Sunday (3rd, 10th, 17th) since the launch like clockwork. There's another thread here that has evolved into a question about what Alicia Keys can actually do for BlackBerry and whether she was the right choice for the job (Where is Alicia Keys?), but I think the more important question is this:
How can BlackBerry properly leverage what seems to be a golden goose?
We know she's planning on creating music videos with the Z10 during her tour, and she's part of the "Keep Moving" project, but I think that BlackBerry should somehow inject themselves into her public appearances. It's not often that an artist is in the public eye this often in such a short time-span, and with the public generally viewing her favorably, it can only mean good things for the company. I guess we'll see though.
- 02-11-13, 02:19 AM #2
There could be other forces at play here.
Realize when an artist performs on stage, they're not just representing themselves, but they are performing on behalf of their record label.
So if BlackBerry were to capitalize on Alicia Keys' performances, they'd have to negotiate with those that manage her record deal.
- 02-11-13, 07:55 AM #3
Re: Three Major Public Performances for Alicia Keys in 3 Weeks Following BB10 Announcement
With all the designers that celebrities wear at these awards shows, you would think that Alicia Keys might have a dress with the BlackBerry logo/pattern embedded. It wouldn't have to be something glaringly obvious, but a nice, subtle, subliminal pattern would be cool to see.
At the very least, they could air her Keep Moving video clip around the time that she's performing. I doubt it would cost anymore than traditional airtime or at least nowhere near Superbowl levels. But basically, I think they should find some way to link Ms. Keys to BlackBerry devices in mainstream media events. The concert tour and music videos are great, but you're not going to reach those potential consumers who don't go to the shows and/or frequent YouTube to watch videos.
- 02-12-13, 12:05 AM #10
She has a new album out... I pray to gosh that this "BlackBerry Creative Director" gig isn't just her publicist engineering a coup... I do wonder about that "hacked twitter account" thing... I know it's hard to go cold turkey (I used my 9810 to do a video today, cuz I didn't want to stop to figure out how to do it on my Z10, but I am going to ween myself off my 9810 eventually) but for someone in her position, being seen NEAR an iOS or Android device and not attempting to extol the virtues of her Z10 & BB10 is nothing short of dereliction of duty.
- 02-12-13, 12:25 AM #15
The last time the Super Bowl was in Arizona I worked on the voluteer commitee and at the events. There were very strict rules about not drinking a can of coke or pepsi but in a paper cup. Annouoncers were prohibited from showing off products or merchandise. Unless someone paid the NFL. The NFL would have had a sh** fit if she flashed a BB10 during her song. Sammy would have been pi$$ed lol
- 02-12-13, 11:33 AM #18
Why does she only have to use a Blackberry though? I'm sure many business(wo)men use multiple devices for different reasons. I think its unfair. She should be able to tweet from whatever device she wants. People tweet from different brands of tablets/phones/mp3players all the time, so why is it a big deal? She can't ever use an iPad either? Remember those Apple guys taking pics from their Blackberry's?
Last time I checked, Alicia Keys was just a "Creative Director." She can use whatever she wants in her free time....just like everybody else who might have a work issued phone.
If you work at Microsoft you cant own/use a Mac?
- 02-12-13, 12:14 PM #20
Its somewhat akin to a senior executive at a car company that drives a competing product exclusively (ignoring car collectors).
- 02-12-13, 12:15 PM #21
I could see if her tweet was Blackberry related, nut it was a random music tweet. All of this is blown out of proportion. The only reason this is newsworthy is to have an excuse to bash Blackberry.
I've seen people conclude, if she tweeted from her iPhone, BB10 must suck. If I tweet from my Kindle, does that mean my iPad sucks too?
- 02-12-13, 12:17 PM #23
Why Was An Apple Board Member Using A BlackBerry? | Cult of Mac
There’s one bright spot of publicity for RIM this week, however. J. Crew CEO and board member Millard Drexler uses a BlackBerry Bold 9900 – a fact noted after a CNBC piece about operations at J. Crew.
Even the article concluded that he probably uses it because his company hasn't abandoned Blackberry. Its like they cant even fathom that he might use one because.........he wants to!
- 02-12-13, 12:23 PM #24
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